Content In-page Analytics in Google Analytics helps understand your sales funnel

Google Analytics has a tab under "Content" called " In-Page Analytics " which is a quick and ready way to look at how your sales funnel is doing. Let's understand with an example of a company that has four types of products categorized as A,B,C and D.

You know that the final sales contributions are:

  • 40% of the sales comes from A.
  • 30% of the sales comes from B.
  • 15% of the sales comes from C.
  • 15% of the sales come from D.

In other words closed sales are in the ratio of  4:3:1.5:1.5 between A:B:C:D. If your funnel is progressing at uniform rates then new visitors on your website should be in the above ratios? Makes sense – if you think about it.  Thus you should have for every 100 new web visitors a split on the product pages as  4:3:1.5:1.5 comparing A:B:C:D.

But guess what – the above assumes that the flow rate of leads that arrive on the website … uniformly transfers to actual sales. OK I mean there is the usual percentages that drop off in the sales funnel from lead,qualified lead,prospect etc….  and that this is working equally well for all the four products A,B,C and D.

A simple look (by just logging into your Google Analytics Account – the percentages show directly on every page)  at your "In-Page Analytics" report may show something different. The percentages of new visitors on your website might be say 20% on A, 1% on B, 10% on C,20% on D with the rest of new visitors ( 50%) spending time or bouncing off from other pages of your website.

So when you compare closed sales ratios between A:B:C:D  it is 4:3:1.5:1.5 but your new visitor ratios are 2:1:1:2.And this tells you that the funnel could work better for A compared to B because getting twice the new visitors(2:1)  it converts only 4:3 or can improve its performance by 50%.

One might argue that the above loigic is extrapolating web data to actual sales that might involve personal selling and multiple contacts via etc. but the general point is that if you see a major out of synch situation between your top of the funnel web visitors and your bottom of funnel conversions its time to ask some questions. Some suggested ones between A and B above are:

  1. How are leads managed for A compared to B?
  2. What are  A's competitors doing?Do visitors move to competitors?
  3. Can you define specific actions to improve the sales conversion process for A?

And the best part of the above analysis is to just look at your sales data for each product and look at the Content In-Page Analytics page in Google Analytics.Both these data sources are available and free! Contact StratoServe.

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